Cutts’ announcement on Twitter that, “the next generation of Penguin,” would be rolling out flies in the face of previous promises to not announce updates at all. It also suggests that Penguin 2.0 will be big and bad.

While no one knows exactly what Penguin 2.0 has in store, reliable industry sources like Search Engine Journal are suggesting that the last vestiges of paid link exchanges could take a big hit from the update. It’s also believed that advertorial content that straddles the line between white and black hat SEO will also be dangerous territory after Penguin 2.0.

I like this “Google is of the view that Penguin 2.0 holds no risk for all those who practice the so-called ‘white hat’ SEO tactics.” …white hat to me (and Google I believe) means good content and on-site optimisation period. Bottom line is, anyone that has been building links or straight up relies on links better watch out.